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20 09 How do you connect? Webinar: Managing Online Communities July 28, 2009

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Managing Online Communities

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Page 1: Managing Online Communities

20 09 How do you connect?

Webinar: Managing Online Communities July 28, 2009

Page 2: Managing Online Communities

2

Imagination Publishing !! Founded in 1994, Chicago-based

!! 55 full-time custom media and integrated marketing communications professionals

!! Award-winning, account-dedicated editors and designers

!! Turnkey services, print & digital media, community engagement, advertising sales, marketing, production & channel distribution experts, translations

!! Original, never re-purposed editorial

Page 3: Managing Online Communities

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Imagination Publishing works with clients to develop powerful content that helps them connect with their audience at a deeper level:

Page 4: Managing Online Communities

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AGP (a division of Imagination) works with associations to develop powerful content that helps them connect with their members at a deeper level:

Page 5: Managing Online Communities

Print

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Page 6: Managing Online Communities

Digital

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Page 7: Managing Online Communities

Social Media Case Studies

!! Library Usage Campaign

!! Twitter/Facebook

!! External Seeding

!! Social Media Strategy

!! Content Distribution

!! Twitter/Facebook

!! Best Practices Consultants

!! Small Business Campaigns

!! External Listening/Seeding

!! PPC Campaigns

!! Two Blogs

!! External Seeding

!! External Listening

!! Brand Management

!! Community Management for Pillsbury & Betty Crocker

!! External Listening

!! External Seeding

!! Twitter/Facebook/Flickr

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Page 8: Managing Online Communities

Associations & Community

!! #1 Reason to join: NETWORKING!

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Page 9: Managing Online Communities

Source: Gary Hayes & Laurel Papworth 2006

Social Media Landscape

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Why Manage a Community

!! No activity without activity

!! Need to listen and respond

!! Liability

!! User-generated content

!! Priorities and resources

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Page 11: Managing Online Communities

!! Practice “Power Friending”

!! Be where your members are

!! Join the conversation

!! Add value

!! Turn the bull horn toward you

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Be Social

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What & Why

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Page 13: Managing Online Communities

Content

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Engagement Strategy

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Page 14: Managing Online Communities

Sample Engagement Strategy – Content

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Page 15: Managing Online Communities

!! Content buckets

!! Extensions, Exclusives and Expansions to populate

digital properties

!! Content and media types: text, rich media, audio, video

!! Calls for user-generated content

!! Frequency and timing

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Content Plan

Page 16: Managing Online Communities

Best Practices

!! Content: Use high quality, targeted content that is varied

and interesting to add value, engage users and create a connection between them and the brand.

!! Frequency: Establish a good frequency of updates, (too

many = noise, too few = forgotten), with a casual yet informative tone that engages your core audience with

content.

!! Integration: Leverage the traffic from multiple channels by

connecting multiple social platforms and a hub from the

website to help funnel consumers throughout the network.

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Page 17: Managing Online Communities

!! Push/Pull with print, digital and event content

!! Consistent blogs/microblogs for timeliness and

immediacy

!! User personas and user paths

!! Seed, moderate and generate conversations

!! Content tagging and linkbacks

!! Rewrite/edit existing content for maximum SEO

17

Marketing & Distribution Plan

Page 18: Managing Online Communities

Sample Engagement Strategy – Distribution

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Page 19: Managing Online Communities

Community Best Practices

!! Develop a Plan Frequency, Requirements, Content types,

Success measures

!! Prepare Organization Communicate, Set policies, Rapid

response planning

!! Integrate Leverage multi-channel content to drive activity,

align messaging

!! Identify Key Influencers Recruit members, evangelists

!! Grow & Maintain Engage community, Extend reach

!! Gather, Report & Act Information, Trends, Feedback

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Outcomes

!! More activity

!! Responsiveness

!! SMM goals

!! Member benefit goals

!! Member intelligence

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Page 21: Managing Online Communities

Qualitative

!! Measure reputation, conversations, customer relationships

!! Benchmarks:

–! What is our product/industry social involvement?

–! How are we currently talked about? Versus our competitors?

!! Measure Change:

–! Appearing new places, in new ways?

–! Moved from monologue to a meaningful dialogue with

customers?

!! Find, follow, listen, learn and engage

Quantitative

!! Measure traffic, sales or SEO ranking

!! Membership, participation and engagement

!! Reach, response, brand awareness

Measuring Success

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Page 22: Managing Online Communities

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Success Measures

Awareness Metrics

!! Log ins

!! Visits and visitors

!! Social network mentions, views, seeding

!! Content share, print and bookmarks

Engagement Metrics

!! Comments/discussions

!! Site duration

!! Downloads/postings

!! Searches

Value Metrics

!! Business intelligence

!! Memberships

!! Event sign-ups

Page 23: Managing Online Communities

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Page 24: Managing Online Communities

Management Imperatives

!! Transformation to a bottom-up culture requires

support from the top

!! The best uses come from users—but they need help

to scale

!! What’s in the workflow is what gets used

!! Appeal to participants’ egos and needs

!! The right solution comes from the right participants

!! Balance the top-down and self-management of risk

!! Leverage partnerships to extend reach, share content and drive conversation

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Page 25: Managing Online Communities

How do you connect?

Rebecca Rolfes EVP, Association Growth Partners (a division of Imagination Publishing)

600 West Fulton Street, Suite 600 Chicago, IL 60661

(312) 887-1000 ext. 113 [email protected]